SBD/January 18, 2011/Marketing and Sponsorship

Jets Gear Flying Off Shelves As Team Nears Super Bowl

Jets fans waste no time after Sunday's win buying gear like No. 6 Sanchez jersey
Retailers in northern New Jersey said yesterday that following the Jets' victory over the Patriots, they are "seeing a pickup in sales of hats, T-shirts and $80 jerseys -- especially No. 6 Mark Sanchez jerseys -- and they expect to get more delivered over the next few days," according to Richard Newman of the Bergen RECORD. Miguel Alfaro, Manager of The Sports Authority in Hoboken, said that he is "expecting to receive later this week more jerseys" of several Jets players. Alfaro added, "We are also getting more novelty items like car flags and magnets." Newman notes the "stakes for local retailers will get higher should the Jets win" the AFC Championship on Sunday and advance to the franchise's first Super Bowl since '69. 16W Marketing co-Founder Frank Vuono said that the 42-year gap "gives Jets' merchandise sales more upside potential than merchandise promoting teams that have reputations as winners." Vuono: "The fact that the Jets have not been consistent winners, and that New York is the largest market in the country, is a windfall for the NFL" (Bergen RECORD, 1/18). In N.Y., Blaustein, Sutherland & Olshan report "more than $10,000 worth of Jets jerseys, T-shirts and hats flew of the shelves yesterday at the team's Midtown store." Store employees said that the retail outlet "did between two to three times its normal business." They noted that "normally, the store racks up $5,000 in sales on a good day." The store sold all 36 of Bart Scott's No. 57 jersey it had in stock at the start of yesterday, while "other popular items were the $55 hooded sweatshirt and $30 vintage ladies T-shirt" (N.Y. POST, 1/18).
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